La Fiuza Café

This was, without a doubt, one of the most impactful projects I’ve ever been a part of — not only because it happened early in my career, but also because of the wide scope of work involved.

My collaboration with La Fiuza Café began at the end of 2019. Initially, I partnered with a colleague to pitch a social media plan, but what started as a simple proposal turned into a long-term, full-scale communication project. At the time, the café didn’t have a professional communications team, which gave us the opportunity to put into practice a wide range of advertising and branding strategies, such as:

• Professional photography of products and spaces
• Image editing and retouching
• Creation of both print and digital promotional materials
• Visual communication for both store locations
• Digital public relations and brand presence management
• Planning and management of marketing campaigns

A key aspect of this project is that it took place during the COVID-19 pandemic. The café had to completely restructure its customer service model, shifting its focus entirely to delivery. This was especially challenging, as La Fiuza had two physical store locations.

The first strategy we implemented was promoting a new offering: home-delivered lunches. This quickly became the flagship product for a long period and was supported by seasonal campaigns such as Easter, Valentine’s Day, and Children’s Day.

It’s worth highlighting that during the 2020 Mother’s Day campaign, we not only reached but far exceeded the sales expectations. We created a product that sold around 200 units with very little investment in media — roughly R$50 at the time. Below, you’ll find documents that present more detailed numbers from some of these campaigns.